Chosen, Frozen and Ready To Pick

Fieldfare unveils its contemporary new look

We are very excited to introduce our brand new look and website. Unveiled just in time for Easter, the striking new creative reflects our bold new strategy to challenge the way consumers shop, encouraging more sustainable habits whilst delivering a range of delicious, high quality frozen produce. 

The new direction builds on the offer Fieldfare has quietly delivered for over 40 years and features the highly memorable new strapline: “Chosen, Frozen and Ready to Pick” which takes its cue from the Pick Your Own movement, a sustainable way to shop where it is the norm to bring your own containers and pick just the amount you need – in turn reducing food waste. The use of fresh, natural colours and informal messaging on new freezer livery and signposting will create standout, whilst highlighting the natural goodness and quality of the products. It captures both a sense of aspiration and accessibility at the same time. 

Fieldfare’s managing director, Matt Whelan states: ”Fieldfare’s proposition of high quality, loose frozen food has never been more relevant. People are looking for new ways in which to shop more sustainably and are discovering the various benefits of frozen foods, which is evident in rise in popularity of frozen foods during the lockdown.”  

He continues: ”There has never been a better time for Fieldfare to seize the opportunity by continuing to challenge perceptions and encouraging new habits, whilst supporting our farmshops, garden centres, delis, butchers and selected retailers, as we have always done.” 

As part of the rebrand, our new user-friendly website has been designed to engage with shoppers in a more meaningful way, highlighting our heritage, expertise and benefits of using “scoop your own” frozen products by making use of storytelling and inspiring new imagery.  


Fieldfare welcome all shoppers but due to our products being sold loose we don’t recommend them if you suffer with anaphylaxis from the following allergens: peanuts, tree nuts, sesame, milk, egg, shellfish (molluscs and crustaceans) and fish.

We also urge caution for other allergen sufferers as there is a risk of cross-contamination from celery, gluten, lupin, mustard, soya and sulphites which may be present in products in the same freezer.